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Advisory issued to TV channels that ads must not interfere with programmes: Venkaiah Naidu

NEW DELHI: The government is going to be strict on television channels that are not following the Programme and Advertisement Code.

Advertisements must not interfere with TV programmes, the Ministry of Information and Broadcasting (MIB) has said in an advisory to all television channels.

I&B Minister M Venkaiah Naidu said 15 advisories and directives were issued since 2012, including the latest on 10 March, which said, “All channels are advised to follow the provisions contained in rule 7(10) of the Advertising Code scrupulously”. Naidu provided this information to the Lok Sabha in a written reply.

Venkaiah-Naidu1“All advertisement should be clearly distinguishable from the programme and should not in any manner interfere with the programme viz, use of lower part of the screen to carry captions, static or moving alongside the programme,” the rule prescribes.

The MIB issued show cause notices in 33 cases of Programme and Advertisement Code violations by private channels in the last two years, Naidu said.

Replying to a question on restoration of old film reels, Minister of State for I&B Rajyavardhan Rathore said by the time the National Film Archive of India (NFAI) had come into existence, many films of the silent era were lost and not traceable.

NFAI was set up in 1964 to trace, acquire and preserve the heritage of Indian cinema.

Rathore said since highly inflammable nitrate base were used in films made in the country before 1955, a large number of these were already destroyed and are no longer available.